Ideas
Notes from the production room.
How founders win the idea market: formats, distribution, the math of attention. Written from real client work, named and dated.
Ideas
All notes.
2026-09-23
Win the idea market before the product market
Why SaaS and AI founders who own their ideas in public launch cheaper, raise easier and survive pivots. The thesis behind STATUR.
2026-09-22
The dice system: why most of your videos should be quiet
A format is a die with a few faces and one big number. How founders should design, roll and keep short-form formats, and why a flop rate is part of the plan.
2026-09-21
Why your ghostwritten LinkedIn sounds like everyone else
Ghostwriters optimize sentences. Buyers follow a way of thinking. How to capture a founder's real voice on camera and turn it into formats.
2026-09-20
Organic winners make your ads cheaper: the Williwaw numbers
Williwaw divided its cost per new customer by almost three, from €96 to €36, after viral videos went into its ads. Why organic testing should feed paid.
Your next million views are already in your head.
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